Presentatie Vakantiebeurs LBi door Thecla Thielemans

inspiratieWednesday 11 January 12 Wk

vandaagWednesday 11 January 12 Wk

the importance of a relevant storyWednesday 11 January 12 Wk

meWednesday 11 January 12 Wk

I want to see the worldWednesday 11 January 12 Wk

Wednesday 11 January 12 Wk

Thecla Thielemans LBi Branded Content @Thecla020 LBi The NetherlandsWednesday 11 January 12 Wk

A global marketing and technology agency, blending insight, creativity and technology to create business value.Wednesday 11 January 12 Wk

26 oﬃces in 16 countriesWednesday 11 January 12 Wk

We built one companyWednesday 11 January 12 Wk

LBi Branded Content AMSTERDAM - LONDON - NEW YORKWednesday 11 January 12 Wk

what happened?Wednesday 11 January 12 Wk

B ought B ought B ought Campaign Campaign CampaignWednesday 11 January 12 Wk

Earned E arned E arned Bo ught B ought B ought Campaign Campaign CampaignWednesday 11 January 12 Wk

ou ght E arned B Owned Campaign Campaign CampaignWednesday 11 January 12 Wk

What’s your story?Wednesday 11 January 12 Wk

Do I like you?Wednesday 11 January 12 Wk

Nederland Youtube 6.161.500 Facebook 4.979.000 Hyves 4.854.500 LinkedIn 2.962.500 Twitter 2.489.000 Bron: NewcomWednesday 11 January 12 Wk

Nederland Zo’n 44% van de Facebook gebruikers gebruikt het sociale netwerk elke dag. Bron: NewcomWednesday 11 January 12 Wk

72% van alle social network gebruikers raadpleegt dagelijks meerdere social media accounts terwijl ze op reis zijn Bron: TriplWednesday 11 January 12 Wk

It’s not just young people using social networking anymore It’s everyone Bron: comScore Media MetrixWednesday 11 January 12 Wk

Bron: Focus.comWednesday 11 January 12 Wk

Gemiddeld besteden fans 78 dollar meer dan niet fans. Bij fans is de kans op een vervolgaankoop 28% hoger. Bij fans is de kans op het aanraden van een product aan vrienden 48% hoger. Bron: Focus.comWednesday 11 January 12 Wk

designed by rikard.andresen@gmail.com Russia The Netherlands 26.06m 6.30m 56% 45% 62% 42% 46% Canada 18% 11.72m UK Poland Japan 54% 12.03m 19.27m 13.66m 43% 48% 44% 16% 26% 46% 40% 16% 28% 26% 8% Germany China 155.29m 18.81m 47% USA 47% 114.55m 53% 38% 34% South Korea 51% 32% 10.93m 51% 23% 20% Italy 33% France 12.66m 15.92m 38% 11% 57% 49% Hong Kong 45% 36% 2.56m 28% 39% Philippines 56% 14.43m Mexico Spain 33% 10.10m India 60% 12.80m 35.08m 73% 47% 52% 50% 46% 45% 63% 64% 37% 36% Malaysia 49% 11.50m Indonesia 18.93m Brazil 54% 57% 33.49m 63% 66% 54% 41% 52% 51% 34% Singapore 1.96m Australia 48% 7.05m 57% Global Map of Social Networking 2011 50% 32% 48% 27% About the Map Global Social Network Penetration This shows the universe size of active social networkers for each market and 80% then segments users into three behaviour types: Messagers, Groupers and Content Sharers. This behavioural data is based 70% on a number of detailed questions we conduct into the way that consumers use % Active Online Users 60% social networks. Because social networking is now so big and touches 50% every aspect of our internet experience, this detail is essential for the effective Behaviour Types: planning and implementation of 40% marketing activity across social active social networkers (millions) The most detailed study on the consumer adoption of the networks. This data reveals that users 30% internet ever compiled: across the world are very different in how messagers and mailers they utilise their network, with more focus PC /// Mobile /// Tablets /// TV sets /// Gaming on messaging and less on content 20% 100K+ surveys a year /// 3 waves a year /// 36 markets sharing in established markets like the content sharers US and UK but more focus on content and groups in fast growing markets like 10% Find out more /// www.globalwebindex.net/ joiners and creators of groups mail /// globalwebindex@trendstream.net Indonesia and China. 0% do s M sia ia ng ia ut any a Po e n th UK ain M d ng co ds G nce ng ve A Ca e da Au a lia ly Ru il ia az ne or re pa in lan g l A US Ita ss d ys ra lan Ho exi Ko na ne ra Sp Ch In Ko ap Br pi So rm a Ja ala st Fr ilip er e h In Ph Si Ne ba lo GWednesday 11 January 12 Wk

Mensen besteden meer dan de helft van hun tijd online met content. Bron: GotContent.nlWednesday 11 January 12 Wk

Bron: GotContent.nlWednesday 11 January 12 Wk

2011 was de doorbraak voor video op de mobiel. Met meer smart phones en tablets dan ooit serveert alleen YouTube al 400 miljoen video’s op mobile devices per dag (bijna 15% van het totaal).Wednesday 11 January 12 Wk

LBi Global Content OﬀeringWednesday 11 January 12 Wk

onze aanpakWednesday 11 January 12 Wk

Engage people with storytelling, by using a smart media mix, and by making eﬀorts add up in a continuous processWednesday 11 January 12 Wk

Omroep WNL Broadcast content & brandingWednesday 11 January 12 Wk

Heineken Trophy Hunt Global Location Based campaignWednesday 11 January 12 Wk

BMX 24/7 with Endemol Global BMX content platformWednesday 11 January 12 Wk

US: Honest Tea Conversation & brand storyWednesday 11 January 12 Wk

Italy/US: Meltin’Pot Jeans Social roadtrip & brand storyWednesday 11 January 12 Wk

aan de slag...Wednesday 11 January 12 Wk

Customer journey: voor, tijdens & naWednesday 11 January 12 Wk

Authentic and relevantEmotional stickinessDialogue and sharingWednesday 11 January 12 Wk

Build on user insightIntegrated and optimizedValue in owned mediaWednesday 11 January 12 Wk

Orchestrated communicationPerformance optimizationGrowth of customer valueWednesday 11 January 12 Wk

Checklist Pitfalls Storytelling Advertisement 1. Authentic and relevant 1. Superﬁcial tricks and jokes 2.Emotional stickiness 2.Empty messages 3.Dialogue and sharing 3.One way talk and promises Media mix Media preoccupation 4.Build on user insight 4.Interrupts what you try to do 5.Use media that people use 5.Fragmented and/or absent 6.Collect data via owned media 6.Low ROI bought media Continuous Hit and run 7.Orchestrated communication 7.Silence after the campaign 8.Performance optimization 8.Performance left to sentiment 9.Return value to the customer 9.Customer not taken seriouslyWednesday 11 January 12 Wk

Thank you! thecla.thielemans@lbi.com @Thecla020 LBi The Netherlands WWW.LBI.NLWednesday 11 January 12 Wk

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Presentatie Vakantiebeurs LBi door Thecla Thielemans

by LBi Netherlands on Jan 11, 2012

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Presentatie Vakantiebeurs LBi door Thecla Thielemans — Presentation Transcript